The Golden Thread – The Week in Review
January 20–26, 2008

Welcome to The Golden Thread Online, your free e-letter from American Writers & Artists Inc. Every Saturday, you will receive this recap of all the strategies, insights and opportunities we send to you and your fellow AWAIers each week. Whether it’s a message from a fellow writer about how he landed a new client … a technique from a Master copywriter for writing a control … an insight into how to succeed in a new market … news of a brand new writing job or business opportunity for you … you’ll find it here in this easy-to-access and always available “Week in Review.”

In This Issue:

• A Proven Technique for Pushing Past Your Fears and Achieving Your Dreams
  AWAI staff writer Guillermo Rubio shares how visualization helped him push past his fears and push open the door to achieving his dreams.
• Quick Tip: Google Book Search
  Google Book Search is a resource that allows you to search for words and phrases inside books and gives limited previews of the books containing the search terms you’re interested in.
• An Interview with Real Estate Copywriter Marte Cliff
  AWAI-trained copywriter Marte Cliff provides tips on writing for the real estate market.
• Writing Tips for 3 Distinctive Kinds of Real Estate Copy
  Heather Robson shares tips on writing three different types of real estate copy.

A Proven Technique for Pushing Past Your Fears and Achieving Your Dreams by Guillermo Rubio

“One supreme fact which I have discovered is that it is not willpower, but fantasy-imagination that creates. Imagination is the creative force. Imagination creates reality.”
Richard Wagner

The biggest challenge you’ll face as a new copywriter is getting started … getting clients … marketing yourself … networking. In short, getting your copywriting business up and running.

Usually, it’s not because you lack knowledge …

… It’s because it’s scary.

Taking that first step toward your dream career can be the hardest. It was for me. It wasn’t until I used a powerful, time-tested technique that I was able to push fear aside and take that all-important first step.

Having been shy most of my life, I was never one to constantly promote myself. But I’d gone from job to job, only to get a paycheck that barely covered the bills. So I decided I had to do something about it. I had to really become a copywriter … not just pretend I was one.

I’d studied the AWAI Accelerated Program for Six-Figure Copywriting for two years. As soon as I’d get to the last page … instead of going out and doing something with what I’d learned … I’d go back to the beginning for “one more review.” That’s how scared I was to really put myself out there.

Then one day I just did it. I quit my job as Starbucks Barista. The next morning, I put on my best suit and set out, door to door, to businesses I’d researched and knew were involved with direct mail.

It was one of the most frightening things I’ve ever done.

The whole time, all I could think was “Am I crazy for doing this?”

Mustering all my courage, I walked toward the entrance of the one business I really wanted to work with. My hands trembled. My knees went weak. But I thought, “I’m this far. There’s no turning back now” … and I opened the door.

Now, before I tell you what happened, I want to share with you the proven technique that gave me the courage to push past my fears and push open that door: visualization.

For a long time, the scientific community thought visualization was a bunch of new-age mumbo-jumbo. But visualization and its benefits are now backed by scientific research. In just the past three years, the National Institutes of Health has funneled over $350 million into mind-body research, including visualization.

And it’s no secret that many of the most successful people in the world – including entertainers, athletes, and CEOs – used visualization to help them reach amazing success.

Take Tiger Woods …

“Visualization has become a major part of my shot-making, especially as it pertains to shaping shots. … It makes a huge difference in your performance.”

And Jack Nicklaus, one of the greatest golfers to ever grace the game, said, “I never hit a shot, not even in practice, without having a very sharp in-focus picture of it in my head. It’s like a color movie.”

Famed sports psychologist Bob Rotella charges thousands of dollars per session to help pro athletes and business executives achieve success through visualization. In addition to coaching PGA golfers and top athletes in the NBA and NFL, he coaches high-ranking executives at Merrill Lynch, Morgan Stanley, General Electric, Coca-Cola, and many other companies.

If it’s good enough for CEOs running billion-dollar companies …
it’s good enough for me.

And visualization can help you too … no matter what your goal is.

Dr. Maxwell Maltz, author of Psycho-Cybernetics, said, “When you see a thing clearly in your mind, your creative ‘success mechanism’ within you takes over and does the job much better than you could do it by conscious effort or ‘willpower.’”

As a young boy, entrepreneurial genius Dan Kennedy stuttered severely. This made him incredibly shy and self-conscious … especially when it came to public speaking.

Through visualization, Dan eliminated his stuttering and conquered his fear of public speaking. Today, Dan speaks to thousands of people nationwide every year, sharing podiums with ex-presidents, Olympic athletes, and entertainers.

Matt Furey – world-class martial artist and top Internet marketer – credits visualization for his success. Matt’s wrestling coach told the scrawny, uncoordinated high school teen he never had a chance. But using the power of visualization, Matt became a champion wrestler in high school and college.

Later, Matt became World Kung Fu Champion – thanks to visualization.

Here’s how visualization works …

Find a comfortable place to sit and relax. Take five deep breaths to calm yourself. Continue to breathe deeply. Then begin to imagine, visually, the results you want for yourself. While you’re imagining these positive results, focus on the feelings you’re getting from the visual images. Make those feelings as positive and fulfilling as you can.

When I visualized achieving my dream as a copywriter, I imagined walking into a business, introducing myself, and meeting with the person in charge. I then pictured everything going well, and walking out with a smile on my face. And then I pictured receiving a check from them.

Did it work for me?

Back to the story about my first experience promoting myself as a copywriter …

Even after pumping myself up by visualizing my success with the business I wanted to work with, I still walked in sweating bullets. But I walked in. At the front desk, I blurted out, “I really want to work for you as a copywriter.” (Not one of my most poised moments.) Fortunately, the Executive Director was nearby.

She talked with me for five minutes, and gave me a spec assignment. I immediately went home and got to work on it. I sent it in.

A couple of weeks passed, and I visited them a second time – and landed my first paid project. I had my first client!

I couldn’t have done this without visualization. Visualization relaxed me and gave me the confidence I needed.

I’ve photocopied and framed my first check. Now it hangs on the wall in my office, reminding me what can happen when you decide to take action and push past your fears.

Oh, I almost forgot to tell you one more thing.

That much-desired client is AWAI. The Executive Director who gave me a shot is Katie Yeakle.

Fast-forward a few months: Today, I’ve got my own desk next to Katie’s office. Michael Masterson’s office is a 10-second walk from my desk. Paul Hollingshead and Don Mahoney are only a phone call away.

How’s that for glicken … all from using the powerful, proven technique of visualization!

[Ed. Note: We welcome Guillermo Rubio as a first-time contributor to The Golden Thread. Look for more articles from him as he continues to share his experiences as an AWAI staff writer.]

Quick Tip: Google Book Search by Will Newman, Freelance Copywriter

If you need a book on a particular subject, figuring out which one to order for your specific needs can be frustrating.

Amazon’s “Take a Look Inside” feature lets you look at a few pages, the table of contents, and the index of many of their more popular books. However, you can’t do this with all of their books. And even when you can, you don’t always get enough of a look to be sure you want to buy it.

Google Book Search to the rescue!

Google Book Search allows you to search for words and phrases inside books, and gives limited (usually) previews of the books containing the search terms you’re interested in.

Use the “advanced search” feature to do a search “with all of the words” you enter, “with the exact phrase,” “at least one of the words,” or “without the words.” You can also specify other criteria (like an author’s name).

While the database Google is drawing from isn’t exhaustive, it’s robust enough to be a great resource for finding books for your copywriting research (or just plain enjoyment).

To find Google Book Search:

• Go to www.google.com.
• At the top of the page are some Google links. Click on the “more” link.
• On the menu that drops down, click on the “even more” link.
• A large page with other Google links opens up. The Google Book Search link is about three items down on the left-hand side. Click it.
• To the right of the input box at the top of the page are two links: Advanced Book Search and Google Book Search Help. Click “Advanced” and bookmark the page for easy use.

An Interview with Real Estate Copywriter Marte Cliff

Marte Cliff is a successful copywriter who specializes in writing for the real estate market. She joins us today to share her insights into what sets this market apart and what it takes for a copywriter to succeed in this field.

CI: How did you come to be a copywriter?

I suppose it was an advertisement for AWAI that pushed me over the edge. I had always been interested in marketing, loved to write, and had done the marketing for whatever business I happened to be in. But until that point I hadn’t thought about doing it for other people.

CI: What drew you to the real estate niche?

I specialized in writing for real estate long before I became a copywriter. I was a Realtor and the owner/broker of my own firm. I had done all of the promotional materials for the firm – and that’s probably why I left real estate. Toward the end, I found that I wanted to write the advertising. And then, when it brought in prospects, I wanted to hand all of them to someone else so I could get back to doing what I loved.

Of course, while I specialize in real estate, I enjoy writing for a wide variety of goods and services. I’ve learned about, and written about, businesses I didn’t know existed.

CI: People looking to purchase real estate are often looking to make the most significant purchase of their lives. How does this affect writing to that market?

A lot of people have either been burned in a real estate transaction or know someone who has. Many of them blame the real estate agent, and sometimes rightfully so. This means that, along with outlining what’s special about an agent’s services, you have to find ways to inspire a good measure of trust with your copy. Remember that real estate is somewhere near the top of the “least trusted” professions, so you do have to counter that.

Realtors are also very bad at asking for testimonials, so you might not have much to work with. Of course, you can push them to ask for more – or get a list of their happy customers and go after them yourself.

It’s important to convey the agent’s personality. Too many real estate websites look “institutional,” and most individuals want to do business with a real person. That’s one reason I encourage all of my real estate clients to include an “About me” page on their websites and a small blurb about themselves in brochures. Those allow you to show that the agent is a person outside of the office – one whose interests, hobbies, etc. can give prospects a sense of connection. It plays on that old concept of wanting to be with people who are “like you.”

CI: Do you write for real estate agents in any location, or do you work only with those in your region?

I don’t work with anyone in my region! My clients are everywhere else. They’re scattered all the way from California to New York – as well as in Canada and Panama. This is a bonus for me, because I’m learning about real estate practices in other countries and finding it fascinating.

CI: How do you go about learning about a location you are unfamiliar with?

I don’t think knowledge of the location is important at all. Your clients will tell you the things you need to know about the market – whether it is up or down. They can also provide you with the reasons why people might want to move into their area.

CI: What kinds of marketing materials do you usually write for realtors – brochures, direct-response packages, postcards, or a combination?

I write a little of everything, but more than anything else, I write Web copy. The National Association of Realtors reports that over 80% of all home buyers now begin their search on the Web, and smart Realtors are realizing that their website needs to stand out.

I also write articles that they can use as “bait pieces” to get website visitors to leave a name and/or to post on their sites to give themselves a boost with the search engines while offering added value to their prospects. My background in real estate helps a lot with that part of the package.

Some Realtors still send postal mail to generate leads, but with the rising cost of postage, this shotgun approach is becoming less popular. However, most mail to their past customers and sphere of influence, so they need good marketing letters for that.

Very few Realtors will want you to write their property ads. Your work will primarily focus on promoting the agent.

CI: What are some of the most important techniques to remember when writing a real estate promotion?

Techniques are much the same as when you’re promoting any other product. What is different, perhaps, is the way you’ll have to work with your client. Many Realtors don’t recognize that they do anything different or better than any other Realtors, so you almost have to pull that information out of them. Sometimes it takes a lot of questions and digging. Also, since many, if not most, deal with any and all types of property, you need to give them guidance on promoting themselves more heavily to the niche they prefer.

When it comes to the “Promise” part of a promotion, many Realtors feel that they cannot make promises, because no one can promise to sell a home immediately for top price or to find a home that exactly suits a buyer at the price they want to pay. Your job is to point out the benefits they can promise, and help them present those benefits in a compelling way.

CI: What are the most common mistakes writers make when working in the real estate industry?

Not digging deep enough – not learning enough about the Realtor to make him or her stand out from the crowd. Promoting a real estate agent is the same as promoting any other product: You have to touch people on an emotional level, so you have to show how that Realtor will make their lives easier. Too much real estate advertising is of the “I’m here, give me money” variety.

CI: What do you enjoy most about writing for real estate?

Becoming acquainted with Realtors who are at the top of the field – those who are really working at their careers and doing what it takes to reach out to prospects. Helping that kind of Realtor gain more business also makes me feel like I’m helping real estate consumers.

CI: What recommendations do you have for copywriters who want to connect with real estate prospects but aren’t sure how?

This is the tricky part. I’ve done it through my website, through my e-zine and my blogs, and by making regular article submissions to ezinearticles.com. In my experience, it is the individual agents who will hire a copywriter, not the agencies, and they will come looking for you.

These ambitious agents are searching the Internet for advice, so they read articles, blogs, and websites both for information and to find a person who can help them refine their marketing materials. You need to be there to be found.

Writing Tips for 3 Distinctive Kinds of Real Estate Copy by Heather Robson, Editor

Online

In today’s real estate market, most people begin their search for a property online. This means that real estate professionals need a well-written website to make first contact with their prospects.

A good website follows the same rules for copy that a direct-mail letter does, but you’re writing for both the prospect and the search engines. So you have to remember to include keywords in the title tag and in your subheads.

Also, posting useful information builds credibility and brings more traffic to a site. Encourage your clients to let you write a few articles that they can place on a resource page. It will boost your income, increase their traffic, and build up their reputation.

Keep-in-Touch Marketing

Real estate professionals depend on referrals for quite a bit of their business. This means they need keep-in-touch marketing tools like newsletters and postcards – materials they can send out to customers and prospects to remind them of the services they provide.

A newsletter is an informational piece that your client will send out periodically. This is good news for you, because it can quickly turn into a regular gig. Newsletters for Realtors usually run two to four pages, and contain useful information for homebuyers and new homeowners. When people receive this information on a consistent basis, they are more likely to provide referrals to the agent sending it.

Postcards are an inexpensive alternative to newsletters. For customers who have recently bought a home, the postcards should have a single, useful tip. For prospects, the postcards should convey a single, powerful benefit they will get when they work with your client.

Listings

While most real estate agents prefer to write their own listings and flyers, they will sometimes turn to you to do this work.

All your direct-response copywriting skills will be called upon. You must write hard-hitting, emotional copy that is benefit-rich, and you must do it with as few words as possible. You must also be familiar with local and federal regulations (regarding discrimination, for example) and understand how they affect what you can and can’t write. For example, you may not want to say that a particular four-bedroom home is perfect for a family, because it implies that your client has a certain type of buyer in mind.

When writing copy for listings, there are a few general guidelines to keep in mind. First of all, be honest. Don’t exaggerate. You don’t want potential buyers to feel disappointed when they see the property. Next, make sure you choose your words carefully. Avoid overused phrases and be as specific as possible. Doing so will help set the property apart for your readers. Finally, sell the lifestyle the property offers rather than just its features.